Featured Articles

The Perfect Sports Sponsorship Email Template (not what you’re expecting)

You saw the headline, you were thinking “Yes, the perfect email I can copy, paste, & send out to close $1M in deals”. I know, we’ve seen them all before (many times on platforms just like this). Someone posts the perfect cold...

The sponsorship economics behind the last recession & how we can learn from it.

As I’ve written about before, I was in college during the 08 recession. I wasn’t yet in the professional world & not yet selling sponsorship. By the time I got into the game, the economy was pretty well recovered and I rode...

How to run a successful sales pitch meeting in sports sponsorship

There is nothing worse than when a pitch meeting goes off the rails. I mean NOTHING. All of a sudden you are talking about the cost of an impression on a highway billboard instead of the packages you are presenting to a...

The 14 Sports Sponsorship Sales Commandments by Rich Franklin (1–7)

I said it before, but the value I get when chatting with Rich Franklin on sponsorship is always unrivaled. I’m blessed to have him as a resource and knowledge base for all things sponsorship. When I am struggling with something in sponsorship…he...

Snapchat is the new email marketing for ticket sales, and it’s better.

I’m very bullish on Snapchat. Two big reasons why are: -The headlines say it’s dead (it’s not, maybe in stock price but it has a large number of users) -It’s the key to young to middle-aged fans. I was on Twitter the other day...

Getting Started With Digital Sports Sponsorship Assets. 0–1

This week on The Inches Podcast we dive into how to get started when tackling adding digital to your sponsorship assets. Most of the clients we chat with know they have to get digital integrated into their game day for multiple reasons....

Rethinking Minimum Spend Limits In Sports Sponsorship

Since I started in the sponsorship industry...we’ve always had a minimum spend. I was always told “We need a brand to commit to our value.” or “the smaller deals take too much time.” Both are valid points...but also dangerous ones. Whenever we...

We were over-leveraged in sports and the pandemic exposed it…here’s how we can diversify

‘It is not the strongest of the species that survives, not the most intelligent that survives. It is the one that is most adaptable to change’. Commonly misquoted to Charles Darwin, it was actually written by Leon C. Megginson in a 1963...

Latest Articles

Your Sponsorship Package Should Be A Story, Not A Menu

Everyone always talks about stories in sales…and rightfully so. As humans, we are physiologically conditioned to accept stories more than any other form of communication. Stories build trust, they build empathy. Neuroscientists found that when listening...

Making sure your digital partnership assets pencil out for your team

Buying digital assets are fun. Finding new ways for your team to engage fans and connect partners is an essential part of a sponsorship plan. But we can’t get too enamored with the asset, we have...

The Biggest Competitor to Sports & Event Sponsorship is Paid Social Ads. Here’s Why.

I’m sitting in a sponsorship meeting just 8 months ago with a client of ours. It’s the usual Agency, Partner, & Team three sections of the table divided (At SQWAD we get brought into sponsor...

Why Sports Sponsors LOVE Digital Contests

In an over-saturated attention market standing out is key. Sponsors have Instagram ads to grab that attention…but those are getting pretty oversaturated. I’ve talked before about how your influence as a team can help with the...

Your Stadium Connectivity Should Not Be The Reason Why You Don’t Activate Digitally.

I hear this objection a lot…” Our stadium doesn’t have wifi and connectivity is terrible. We can’t implement this or any digital activation.” I hear you. Sometimes we feel like it is beyond our control. An easy...

Understanding the levels to sports sponsorship and how you can close deals with it.

In sports (and really most other) advertising & sponsorship the more interaction you can build with a consumer, the more valuable our assets can be to brands. In sponsorship, there are levels of value that a...

Sponsorship can’t only be “Awareness”​ advertising anymore…or we’ll lose.

I was reading about sponsorship (because well…I’m a bit obsessed with it if you couldn’t tell) and something slapped me in the face, I know, I’ve said things slap me in the face in the past…unfortunately,...

Utilizing LinkedIn to connect & stay connected with sports sponsorship prospects.

We keep saying it…but it always holds true. Sponsorship prospecting is a 24/7/365 deal now. As Rich Franklin with the Winterhawks says “We’re always prospecting.” But when the season gets started, things like fulfillment and activation...

What Happens When A Sponsor Bails Last Minute Before The Season?

It’s a part of sales…unfortunately. We pitched, we got the head nods, we got the plan, we thought this one was game over and we had them closed… Then we got a nice "NO" 4 weeks before...